Dunkin' Social

Media Campaign
 Table of Contents
Executive Summary pg 2
About Dunkin' pg 3
Competitive Analysis pg 4
Situational Analysis pg 5-6
Social Media Audit pg 7
SWOT Analysis pg 8
Key Insights pg 9
Dunkin' Target
pg 10
Audience
Campaign pg 11
Key Message Platform pg 12
Campaign Target
pg 13
Audience
Obj 1: Relaunch pg 14
Instagram 14
Strategy & Tactics
Obj 2: Engagement pg 15-16
Strategy & Tactics 15-16

Obj 3: Food
pg 17
Awareness
Strategy & Tactics 17

Appendices pg 19-25
Appendix 1: Social Media Audit 19-21
Appendix 2: Social Media Content Calendar 22
Appendix 3: Instagram Content 23
1 Appendix 4: Resources 24-25
 Executive Summary
Consistency is crucial when you're one of the best in the business. However, as time changes,
competition often follows, leading to the demand for change whether it’s expanding the menu, targeting
a different group of people, or both. Dunkin’ has been one of the top coffee and donut restaurants in the
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world since the 1950’s. Although their products have been popular throughout all ages, we’ve decided to
aim our social media campaign toward all genders aged 16-35, who are generally busy individuals who
need to have a grab-and-go breakfast.

Secondary research was conducted to help our campaign team further comprehend the needs of
Dunkin’ on social media and beyond. Through the social media audit, competitive, situational, and SWOT
analyses, and further background research, our team has discovered areas of strength and areas that
need improvement for Dunkin’.

During this time the world has been experiencing a global pandemic, and a lot of businesses are starting
to feel the financial pressure that has presented itself as a result. However, Dunkin’ is largely viewed as
the quick and easy coffee shop that a person can stop at with minimal contact to get their morning
energy. Our team believes that Dunkin’ can capitalize on this opportunity and continue to expand its
already thriving business through an effective social media campaign.

We have designed a social media campaign to attempt to spread knowledge and awareness of all of the
items Dunkin’ has to offer, specifically to our target audience. Not only that, but our campaign looks to
increase Instagram engagement and originality while creating content specifically for Instagram and
simultaneously increasing the overall sales of items on Dunkin’s breakfast menu. Our team has laid out
three specific objectives to help aid Dunkin’ in achieving this goal and growing the business further
during this global pandemic. These three objectives consist of the following:

To build a new Instagram strategy which redesigns and relaunches with new content geared
specifically to Instagram.
To increase engagement over the newly launched Instagram by 30% by the end of March 2021.
To increase knowledge and interest in food items in the newly designed Instagram to increase food
revenue by 20% by the end of March 2021.

To ensure that Dunkin’ can successfully meet these objectives, our team has laid out strategies and
tactics to further detail our social media campaign with a detailed social media calendar. Many strategies
and tactics created contribute to multiple objectives. We plan to carry out all of these throughout the
posts and stories on our Instagram account we created to better engage with our targeted audience.
Establishing a stronger Instagram presence for Dunkin’ is instrumental, and can help aid in the overall
future success of the business.

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 About Dunkin'
The first Dunkin’ was opened in 1950 in
Massachusetts and the franchise now has
over 11,300 restaurants worldwide, with
8,500 of them being in the United States.
Dunkin’ has a very prominent brand
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recognition worldwide. Their restaurants
span over 36 separate countries which
highlights their large reach. Dunkin’ is one
of the biggest coffee and breakfast food
providers across the globe.3 They are
recognized as the grab n’ go coffee and
breakfast shop that can satisfy a need for
caffeine at any time of the day. Opposed to
their competitors, their quick service
provides their customers with the
opportunity to get coffee on the go rather
than a sit down coffee experience. This
keeps people on the go and helps fuel a
person’s day from start to finish. It is
beneficial for customers getting coffee
before work or school. Customers can also
grab breakfast in a timely manner while
picking up their morning coffee.

Mission - Everything we do is about you. From chefs who create exciting new flavors, to
crew members who know exactly how you want your drink—we prioritize what you
need to get you on your way. We strive to keep you at your best, and we remain loyal to
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you, your tastes and your time. That’s what America runs on.

Vision - To be always the desired place for great coffee beverages and delicious
complementary donuts & bakery products to enjoy with family and friends.

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 Competitive Analysis
With almost 10,000 stores, Dunkin' has 26% of the US market share, second only to
Starbucks’ 15,000 stores and 40% market share. JAB brands, like Panera and Caribou
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coffee, have around 12% of the market share and over 4,700 stores in the US.

Starbucks
Starbucks is a quick-service company that sells baked goods as well as a variety of teas and coffees.
Starbucks target audience is Gen-Y and middle to upper class.1Many Starbucks locations are located in
educated areas, hence the middle to upper class demographic. They also target college students who
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need caffeine for their studies which is evident by their 300 locations on college campuses. Starbucks
has over 30,000 stores worldwide in over 60 different countries. They have many high-traffic, high-
visibility stores located in downtown locations and suburban retail centers. Their ingredients are of the
highest quality and they focus on each customer having a unique experience in the store. Starbucks
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recently added strawless lids for their drinks in an effort to be more eco-friendly. They also have six
Starbucks Roastery locations around the globe that serve alcohol and are designed to provide unique
and immersive experiences.

Panera
Panera targets an audience who prefers a relaxed dining experience that does not
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compromise on healthy eating. Many locations are in suburban areas and cater to the
business crowd and suburban women. Panera focuses less on coffee and more on their large
array of menu items. However, Panera recently started a coffee subscription for $8.99 a month
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that allows costumers to drink all
18the coffee and tea they want. Panera also has a delivery
service and customers are able to buy groceries to be delivered to their home. Both of these
services have kept Panera afloat during the pandemic as sales plummeted when the company
could no longer keep their dining areas open. 11

Caribou Coffee
Caribou Coffee's targets Millennial morning commuters who prefer quality coffee and, parents
who buy treats for their children. All customers spend at least $40 an average per month on
coffee.5 Caribou prides themselves on having high-quality food in a high-quality environment.
They also promote and practice eco-friendly ideologies. Like many other companies, Caribou is
striving to be different. They came out with Caribou cabins which are small Caribou locations that
have a drive-thru and walk-up windows but offer no indoor seating. 6

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 Situational Analysis
The situational analysis examines big picture components that affect all
businesses. Listed below is how these components influence Dunkin'.
Big factors in the United States
Taxes
Tax breaks
8

Covid-19 response, and anti-
trust laws
Dunkin has stated they will not get
into politics
They publicly apologized for an
employee writing BLM on a
cop’s coffee 16
Legal Factors
Political Factors
Possibility of law suits, health and
safety laws, discrimination laws, and
employment laws
Dunkin was hacked and personal
information was released by gaining
access to DD perks account
Multiple law suits against Dunkin
for coffee being too hot and lids
not being properly secured
Settled for small amount and no
national attention

Communities are changing

How people order their food with new
delivery options
Push back against chains taking over
Income of a populace will determine
Community
Factors
what coffee they can afford
Dunkin' has adapted to the shift towards
mobile orders with a new store concept 24
Consumers are favorable to seasonal
drinks and want more than just black
5 coffee
 Situational Analysis
Technology has changed every aspect of
life in the United states
Ex: the development of AI and
robotics automatization taking
people’s jobs
Technology
Dunkin' spent $60 million on technology 21
to improve the taste of their coffee
Factors
Social media pages now preview new
food and drink menus
Raising minimum wage debate, tax breaks for
big corporations, and trade tariffs
Liquid capital to open a franchise is $125,000
plus a $40,000 franchise fee and there is a
required net worth of $500,000 4
more focus on drive through pre-orders
Dunkin’s stock rose 15% after an $8.8 billion-

Economic Factors dollar buyout with Inspire announced in

October 2020
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A buyout would allow Dunkin' to expand West
as 60% of locations are in the North East
Sales fell 20% in the second quarter as
people did not go to Dunkin' as frequently
due to the pandemic but customers that
did go were spending more

Buying habits, health consciousness of the

consumer, brand loyalty, and unrest in the
United States over BLM protests all affect
Dunkin' sales
Coffee is generational, so there is no need to Social and
worry about sales declining in the future
Consumers tend to view Dunkin’s social Consumer Factors
media favorably as they have a large following
As stated, Dunkin' will not get into social and
political issues 16

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 Social Media Audit
A social media audit was conducted to determine the engagement, reach,
and use of the platform for Dunkin' social media accounts. Overall, some
social mediums were used well while others were not. See the key takeaways
for each platform below and find the full social media audit in Appendix 1.

82k followers
Uses the platform to
highlight career
Dunkin' Brands
opportunities, current
employees, company
philanthropy and big
news items
15.6M followers
Uses the platform to
share marketing content
and new or focused
DunkinUS
items
Don't engage enough
with social audience by
commenting or
interactive posts

1.7M followers
Uses platform for
creative content and
videos
@dunkin
Charli, the most
followed (99M) person
on the app, partners
with and showcases
Dunkin
2.1M followers
Uses platform to share
marketing content and
@dunkin
product focus similar
to Facebook
Utilizes influencers
from TikTok

42.9k subscribers
1.2M followers Uses platform to post
Uses platform to short video clips and
engage with followers commercials
@dunkindonuts and others on the dunkindonuts
Rare that they post
platform anything other than
Competitor has 9M small clips
more followers but Do not interact with
interactions are similar subscribers

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 SWOT Analysis

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 Key Insights

Dunkin' doesn't
Dunkin' does not
interact with
tailor posts to
comments as much
specific platforms
as others

Their main
Dunkin' is not
competitor uses
using Instagram to
Instagram
their benefit
differently

They copy Starbuck's They offer more

focus on seasonal food items than
beverages Starbucks

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 Dunkin' Target Audience

Older teens & young In highschool, college,

adults ranging from ages or early in their career
about 16 to 35; Gen Z makes getting
through Millennials coffee/going to Dunkin'
part of their routine

Dunkin's
Target
Audience

Mid-career adults ages Likely lives in

around 35-50; Gen Y; generally large cities
lives in cities or suburbs and commutes; very
on east coast
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busy; utilizes grab &

go
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 Campaign
We conducted the previous research and found that
Dunkin' does not use Instagram to engage with their
followers, and there is minimal content about menu
items. Dunkin' needs to capitalize on Instagram's
interactive ability, and engage with followers more.
Content needs to be varied across platforms and
geared more towards Instagram. Instagram
provides a platform for unique content and
unlimited social interaction amongst followers.
We've come up with the following goals to expand
Dunkin's social media.

Goals
Re-position Instagram to be more appealing to
Instagram's user base, eliminating consistency from
Facebook

To build knowledge and engagement around menu

items other than coffee and donuts

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 Key Message Platform

The key message platform (KMP) of our campaign is

designed to leave resonating messages with the audience.

Breakfast is the
"America runs most important
on Dunkin', meal of the day,
America needs and Dunkin' has
more" more options than
competitors

Run on more;
customers are Campaign
buying coffee hashtag
anyway, why not pick #DunkinMore
up breakfast too?

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 Campaign Target Audience

Older teens & young In highschool, college,

adults ranging from ages or early in their career
about 16 to 35; Gen Z makes getting
through Millennials coffee/going to Dunkin'
apart of their routine

Campaign
Target
Audience

Need to be able to
Likely consumes
easily grab and go with
Dunkin' while working
their coffee because
or studying; very busy
they do not have a lot
of time to relax
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 Objective 1

Objective
To build a new Instagram strategy which redesigns
and relaunches with new content geared
specifically towards Instagram

Strategy
Redesign Instagram with new content

Tactics
Tactic 1: Upload photos in
a carousel post of Dunkin
items in different places
around the world
Tactic 2: Post a "Get Back to
Reality with Dunkin' the
Monday afther the holiday
break

Tactic 3: Post a picture of a

Dunkin' drive through
employee serving a customer
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 Objective 2

Objective
To increase engagement with the newly launched
Instagram by 30% by the end of March 2021

Strategy 1
Create engaging Instagram stories

Tactics
Tactic 1: Create an
Instagram story that allows
you to put frosting on a
donut or cream in coffee
using the Instagram story
tools
Tactic 2: Create a
Dunkin' Instagram filter
for Intsagram stories
that followers can
download and use

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 Objective 2

Strategy 2
Create a contest where participants who engage with
#DunkinMore can win one of 100 $25 giftcards (see
Appendix 2 for social media content calendar)

Tactics
Tactic 1: Launch
Contest on Instagram
with an infographic
about the contest

Tactic 2: Remind social

media about the
contest with a
reminder post

Tactic 3: Post after

pictures of winners
recieving their giftcards

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 Objective 3
Objective
To increase knowledge and interest in food items in the newly
designed Instagram by 20% by the end of March 2021

Strategy
Post unique food items on Instagram & about our
unique items

Tactics
Tactic 1: Post an Tactic 3: Post (2)
infographic on why people eating a
breakfast is an important unique food item
meal & that you should using #DunkinMore
try our breakfast items

Tactic 2: Post for Tactic 4: Post an

National Bacon Day, Instagram story
highlighting Dunkin' asking to choose
bacon items (see post between 2 food
in Appendix 1) items

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 Budget

This budget factors in contest costs, employee time, and

promoted post costs.

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 Appendix 1 - Social Media Audit

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 Appendix 1 - Social Media Audit

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 Appendix 1 - Social Media Audit

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 Appendix 2 - Social Media
Content Calendar

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Appendix 3 - Instagram Content

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 Appendix 4 -Resources
1. 5 Ways Starbucks is Innovating the Customer Experience. (n.d.). https://www.qsrmagazine.com/consumer-
trends/5-ways-starbucks-innovating-customer-experience
2. About Us. (n.d.). https://news.dunkindonuts.com/about
3. About Us: Dunkin'®. (2020). https://www.dunkindonuts.com/en/about/about-us
4. Aebischer, C. (2020, October 22). What You Need to Know About Buying a Dunkin' Donuts Franchise.
https://www.justbusiness.com/franchising/dunkin-donuts-franchise
5. Caribou Coffee Case Study. (n.d.). http://usbusinessexecutive.com/food-drink/case-studies/caribou-coffee-
company-a-company-a-conscience
6. Caribou Coffee New Concept Store Challenges Traditional Café Model. (2019, August 28).
https://risnews.com/caribou-coffee-new-concept-store-challenges-traditional-cafe-model
7. Castrodale, J. (2020, July 17). Somehow We're All Getting By on Less Coffee Than Usual This Year.
https://www.foodandwine.com/news/coffee-consumption-drops-pandemic
8. Cheddar Berk, C. (2020, July 30). Dunkin Brands revenue falls 20% as customers make fewer visits due to
pandemic, to close 800 stores. https://www.cnbc.com/2020/07/30/dunkin-brands-dknk-q2-2020-
earnings.html
9. Garcia, T. (2020, October 26). For Dunkin', a takeover could be a chance to head out west.
https://www.marketwatch.com/story/for-dunkin-a-takeover-could-be-a-chance-to-head-out-west-
11603715240
10. Ismail, K. (2018, December 10). Social Media Influencers: Mega, Macro, Micro or Nano.
https://www.cmswire.com/digital-marketing/social-media-influencers-mega-macro-micro-or-nano/
11. Lucas, A. (2020, February 27). Panera Bread is launching a coffee subscription for $8.99 a month.
https://www.cnbc.com/2020/02/26/panera-bread-to-offer-coffee-subscription-program.html
12. Lucas, A. (2020, October 28). Panera Bread adds pizza to menus as customers order more delivery and
takeout. https://www.cnbc.com/2020/10/28/panera-bread-adds-pizza-to-menus-as-customers-order-more-
delivery-.html
13. Luttrell, R. (2018, February 05). Public Relations Campaigns: An Integrated Approach.
https://books.google.com/books?id=pytGDwAAQBAJ
14. Lutz, A. (2014, August 20). Starbucks Is Bringing Coffee Trucks To College Campuses.
https://www.businessinsider.com/starbucks-coffee-trucks-college-campuses-2014-8
15. Miles Media. (2017, December 26). Why Panera bread has become a success?
https://milesonmedia.com/why-panera-bread-has-become-a-success/
16. Roberts, D. (2019). Dunkin' exec: 'We are not Starbucks, we are not political'.
https://www.yahoo.com/now/dunkin-exec-we-are-not-starbucks-we-are-not-political-213903311.html?
guccounter=1
17. Rogers, K. (2018, February 09). Dunkin' CEO has a plan to win the coffee wars in cafes and at the grocery
store. https://www.cnbc.com/2018/02/09/dunkin-ceo-has-a-plan-to-win-the-coffee-wars.html
18. Panera Bread offers online grocery services. (2020, April 28).
https://www.cnbc.com/video/2020/04/28/panera-bread-offers-online-grocery-services.html
19. Prochon. (2019, February 04). Dunkin' Donuts USA Location Map. https://www.redliondata.com/dunkin-
donuts-usa-location-map/
20. Samakow, P. (n.d.). A cup of Joe? Maybe not, too hot. https://www.samakowlaw.com/articles/cup-joe-maybe-
not-hot/

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 Appendix 4 -Resources
21. Snouwaert, J. (2020, February 07). Dunkin' is spending $60 million to improve the taste of its coffee in an effort to
keep up with competitors. https://www.businessinsider.com/dunkin-spending-60-million-new-coffee-equipment-
improve-taste-quality-2020-2
22. Sozzi, B. (2017, June 02). There Is a 'Very Severe' Labor Shortage in America, Says Dunkin' Donuts CEO.
https://www.thestreet.com/investing/stocks/there-is-a-very-severe-labor-shortage-in-america-says-dunkin-donuts-ceo-
14160816
23. Starbucks Reserve Roasteries Around the World. (2019, November 14).
https://stories.starbucks.com/press/2019/starbucks-reserve-roasteries-around-the-world/=
24. Wiener-Bronner, D. (2018). This is what the new Dunkin' Donuts new stores will look like.
https://money.cnn.com/2018/01/16/news/companies/dunkin-donuts-concept-store/index.html
25. Personas:
https://www.hubspot.com/make-my-persona?persona=-MKlfYuBCuZ-TAFODLoX
https://www.hubspot.com/make-my-persona?persona=-MKlgnaU8UM4UCQB13kC
26. http://www.ijbmi.org/papers/Vol(7)5/Version-1/F0705014445.pdf)
27. Asiimwe, A. (2020, June 29). Nearly Four of Every Five US Coffee Shops are Now Starbucks, Dunkin' or JAB Brands.
https://dailycoffeenews.com/2019/10/25/nearly-four-of-every-five-us-coffee-shops-are-now-starbucks-dunkin-or-jab-
brands/
28. How Much Do Instagram Ads Cost? Plus 8 Tips for Saving Money. (n.d.). 0, from
https://www.wordstream.com/blog/ws/2017/06/05/instagram-ads-cost
29. How Much Does it Cost to Advertise on Instagram? (2019, March 01). https://influencermarketinghub.com/how-
much-does-it-cost-to-advertise-on-instagram/

Social media utilized:

LinkedIn
Dunkin https://www.linkedin.com/company/dunkin%27%E2%80%8B-brands/
Starbucks https://www.linkedin.com/company/starbucks/
Pinterest
Dunkin https://www.pinterest.com/DunkinDonuts/
Starbucks https://www.pinterest.com/starbucks/_created/
TikTok
Dunkin https://www.tiktok.com/@dunkin?lang=en
Starbucks https://www.tiktok.com/@starbucks?lang=en
Facebook
Dunkin https://www.facebook.com/DunkinUS/
Starbucks https://www.facebook.com/Starbucks
Instagram
Dunkin https://www.instagram.com/dunkin/channel/
Starbucks https://www.instagram.com/starbucks/
Twitter
Dunkin https://twitter.com/dunkindonuts
Starbucks https://twitter.com/Starbucks
Youtube
Dunkin https://www.youtube.com/user/dunkindonuts
Starbucks https://www.youtube.com/user/Starbucks

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